Thesis Abstract

Abstract
Augmented Reality (AR) technology has gained significant attention in recent years due to its potential to revolutionize consumer engagement strategies across various industries. This thesis explores the application of AR in enhancing consumer engagement and its impact on marketing effectiveness. The study aims to investigate how companies can leverage AR technology to create immersive and interactive experiences that captivate consumers and drive brand engagement. The research begins with an introduction to the concept of AR and its relevance in the marketing landscape. A comprehensive review of the existing literature on AR technology, consumer engagement, and marketing strategies provides a theoretical framework for the study. The methodology section outlines the research approach, data collection methods, and analysis techniques employed to investigate the research questions. Through a systematic review of ten key studies in the field, the literature review chapter examines the current state of research on AR applications in consumer engagement strategies. The findings reveal the various ways in which AR technologies have been utilized to enhance consumer interactions, improve brand experiences, and increase customer loyalty. The research methodology chapter details the research design, data collection process, and analysis framework utilized in this study. The research employed a mixed-methods approach, combining qualitative and quantitative data collection techniques to provide a comprehensive understanding of the topic. Surveys, interviews, and case studies were conducted to gather insights from both consumers and marketing professionals. The discussion chapter provides a detailed analysis of the research findings, highlighting the key implications for marketers looking to implement AR technology in their consumer engagement strategies. The results indicate that AR can significantly enhance consumer engagement by offering unique and interactive experiences that drive brand loyalty and purchase intent. In conclusion, this thesis underscores the importance of AR technology in transforming traditional marketing approaches and shaping the future of consumer engagement strategies. By embracing AR technology, companies can create memorable and personalized experiences that resonate with consumers and differentiate their brands in a competitive marketplace. The study contributes to the growing body of knowledge on AR applications in marketing and offers practical insights for marketers seeking to leverage this innovative technology to enhance consumer engagement.

Thesis Overview

The project titled "Utilizing Augmented Reality in Consumer Engagement Strategies" aims to explore the application of augmented reality (AR) technology in enhancing consumer engagement strategies. Augmented reality is a technology that superimposes digital information, such as images, videos, or 3D models, onto the real-world environment through a device like a smartphone or AR glasses. This research seeks to investigate how businesses can leverage AR to create immersive and interactive experiences for consumers, ultimately leading to increased engagement, brand loyalty, and purchase intent. The research will begin with an introduction that provides an overview of the significance of consumer engagement in the digital age and the potential of AR technology to revolutionize marketing strategies. The background of the study will delve into the evolution of AR technology, its current applications in various industries, and its impact on consumer behavior. The problem statement will highlight the existing gaps and challenges in consumer engagement that AR can address, while the objectives of the study will outline the specific goals and research questions to be addressed. Furthermore, the study will discuss the limitations and scope of the research to provide a clear understanding of the boundaries and constraints within which the research will be conducted. The significance of the study will emphasize the potential contributions of the research findings to the field of marketing and consumer engagement strategies. The structure of the thesis will outline the organization and flow of the research, detailing the chapters and subtopics that will be covered. The literature review will explore existing studies, theories, and case studies related to AR technology, consumer engagement, and marketing strategies, providing a comprehensive understanding of the current landscape and identifying gaps for further investigation. The research methodology section will outline the approach, methods, data collection techniques, and analysis procedures that will be employed to gather and analyze data for the study. The discussion of findings chapter will present and analyze the results of the research, highlighting key insights, trends, and implications for businesses looking to implement AR in their consumer engagement strategies. Finally, the conclusion and summary chapter will summarize the key findings, implications, and recommendations derived from the research, offering practical insights and guidelines for businesses seeking to leverage AR technology effectively for enhancing consumer engagement. Overall, this research project aims to contribute to the growing body of knowledge on the application of augmented reality in marketing and consumer engagement strategies, providing valuable insights and recommendations for businesses to create innovative and immersive experiences that resonate with modern consumers.